Hello Click-Through-Readers! This week in the news we are covering some helpful updates from Google to support the travel industry with the influx of vacation planning in a post-vaccination world. If anyone flew in recent weeks you are probably very aware that people are on-the-go again! Memorial Day Weekend brought busy flights and freeways. These updates couldn’t come at a better time for some marketers. Another big update came from Bing, who has finally released its Similar Audience feature which functions similarly to Facebook's Lookalike audiences. We cover the limitations and requirements of this new feature.
Another exciting update in the news this week is Google’s Performance Max campaigns, which were announced at the latest Google Marketing Livestream. We will dig into the update and details.
Let’s get to the news!
50% of Americans have received their first dose of the coronavirus vaccine. That means people are dining out, hugging their loved ones, and traveling again.
To help advertisers in the travel industry handle to influx of vacation planners, they have rolled out 3 new features:
Advertisers can now use Bing’s Similar Audience functionality to help advertisers reach customers similar to those that have already engaged with their brand. This functionality is similar to lookalike functionality found on other platforms.
To get started, you must have at least one Remarketing list with a least 300 users.
During the Google Marketing Livestream in May, Google announced the latest product announcements and updates including Performance Max campaigns. These campaigns use Google’s automation to help drive more conversions and conversion value across all of Google’s channels, such as YouTube, Display, and Search for example. Performance Max campaigns are great if the main goal is to obtain leads or to drive online sales without using the Google Merchant Center feed. If you use conversion tracking through Google Ads or Google Analytics, Google recommends having over 50 biddable conversions in the last month.
Performance Max campaigns are currently in Beta. If you’re interested in signing up for the beta, reach out to your Google rep or complete the sign-up form.
Instagram has announced the expansion of testing Reels Ads to the US, UK, Canada, and France with select brands. Testing of the new ad placement began last month in Australia, Germany, India, and Brazil. Reels are Instagram’s popular new video content that now have their own dedicated section in the app. These ads are full-screen and vertical (similar to Stories ads), and will appear in between individual Reels. They can last up to 30 seconds long, and will loop videos just how organic Reels do. Users can interact with this ad type by viewing, liking, commenting, sharing, or skipping. For brands that see success with Story ads, this could be an exciting new opportunity to expand into new inventory where users are spending time.
Snapchat announced at their Partner Summit last week that they will be rolling out several new features this year. The focus of their plans is ‘utility’, with the aim to deliver comprehensive business solutions for partners and utility for the community. Their announcements were broken into three specific areas: Augmented Reality, Developers, and Creators.
Twitter is launching a Ticketed Spaces feature where US users will be able to apply to host paid live audio rooms. A minimum of 1,000 followers is required, as well as having hosted three spaces in the past 30 days, and be at least 18 years old.
Twitter is partnering with Stripe for payment handling, adding that users will receive 80% of revenue after Google and Apple’s in-app purchase fees, meaning after the Google/Apple fees are paid, Twitter would get 20% and the user would get 80% of the remaining profits.
Only US members can host ticketed spaces to start, but anyone can attend.
Google is rolling out several new features to help you drive performance using automated bidding strategies.